Following the additions of pools and cabanas in '14, the Jaguars this season are adding several new amenities to EverBank Field, including all-inclusive outdoor suites in the south end zone for premium-ticket holders. But Jaguars President Mark Lamping said that the goal of this year’s effort is to extend hospitality not only to premium-seating areas but to general admission as well. The team is expanding its Kickoff Club Tables to areas where all-inclusive food and beverage service for four can be had by all guests. The Jaguars are also rebranding the entire deck area in the stadium’s north end zone, which is now sponsored by daily fantasy sports site FanDuel. Lamping said FanDuelVille at EverBank Field has a “much bigger, larger and more unique fantasy theme” than the three previous lounges that were in place last season. The State Farm Neighborhood Fan Cave was the only lounge that granted general-admission access. “What FanDuelVille does is take all of that stuff and puts it on steroids,” said Lamping. “It is probably the largest fantasy football theme park of its kind.” The area includes the highly popular Smart Pharmacy Spas and cabanas, which made their debut last season, and has a capacity of nearly 4,000. Once inside, fans have access to free fantasy football games, live scoring updates, as well as the chance to win the title of the “Mayor of FanDuelVille,” which is rewarded with use of a private cabana. FanDuel has created a 100-person VIP lounge that fans can win access to via an online contest at Jaguars.com.
TRAVELER’S CHECKS: Lamping said that all of the products in the north end zone are sold out for the entire season. He added, “What it helps us do is increase our average ticket price sold without having to implement an across-the-board ticket price increase.” Meanwhile, although the team is directly targeting native millennials who have now grown up with the organization’s presence in Jacksonville, it is the transplants that Lamping wants to see out at the stadium on gameday. Lamping: “We have to do everything we can to make sure we have a very compelling sales proposition for people to leave their homes even if their favorite team is not playing that day. We have a large percentage of people who live in Jacksonville that are NFL fans, but their first choice may not be the Jaguars. They came here from outside the market and those emotional connections last a long time.”
